Date: 20-09-2020 Digital Publication Services : OSREL | JABM | JAM | ABMR | ABMCS

ANALISIS PENGARUH BAURAN PEMASARAN TERHADAP KEPUASAN PELANGGAN MELALUI MEREK

Detail
Author Andrik Wiyanto
Category Akuntansi Manajemen dan SIA

Abstract

This study aims to determine and test the indirect effect of the marketing mix on customer satisfaction through brands. This type of research is a case study with a total sample of 226 respondents. This research was conducted by distributing questionnaires to 226 respondents who had purchased an old Avanza car until the new Avanza in 2017. The analysis technique used was percentage analysis and customer satisfaction analysis. From the analysis of respondents, the results obtained are that the Toyota Avanza users are mostly the general public, conventional taxi drivers, online taxis, travel service agencies. From the results of research conducted using descriptive statistical analysis test, classical assumption test, and testing hypotheses that use path analysis, the results show that there is an influence of the marketing mix on customer satisfaction through brands of 0.451 or 45.1%. However, because the value of direct influence is 0.812 or 81.2% which is greater than the value of the indirect effect of 0.459603, the variable Z (brand) can not be declared an intervening variable.